In a remarkable achievement, Gresbond by Kajaria, a premium tile adhesive brand from India’s largest tile manufacturer, has clinched the prestigious Outstanding Digital Marketing Campaign of the Year award at The Economic Times Leadership Excellence Awards 2025. Led by Kartik Kajaria, Head of Gresbond, the campaign titled “Gresbond Se Lagaya Hota, To Aisa Nahi Hota” has set a new standard for digital marketing in the building materials industry, blending humor, relatability, and education to transform how consumers perceive tile adhesives.

A Campaign That Breaks the Mold

Launched in August 2025, the campaign deviates from the conventional, technical-heavy advertising typically seen in the tile adhesive sector. Instead, Gresbond opted for a bold, entertainment-first approach. Structured as a ten-ad digital series, the campaign leverages humor-driven storytelling to highlight real-life tile fixing failures—cracked tiles, uneven surfaces, and costly repairs—while subtly showcasing the reliability of Gresbond’s premium adhesives. Each ad resonates with internet meme culture, making it highly shareable and appealing to younger, digitally native audiences.

The campaign’s tagline, “Gresbond Se Lagaya Hota, To Aisa Nahi Hota” (roughly translating to “If you had used Gresbond, this wouldn’t have happened”), is both catchy and impactful. By focusing on everyday mishaps, Gresbond turned a functional product into a viral, awareness-driven movement. This creative pivot not only entertained but also educated consumers, contractors, and dealers about the superiority of adhesives over traditional cement, which often leads to cracks and tile failures due to its shrinkage after drying.

Why This Campaign Stood Out

The jury at the ET Leadership Excellence Awards 2025 praised the campaign for its innovative format, digital impact, and ability to address a critical market gap. In India, cement remains a popular choice for tile fixing due to its low cost and familiarity, despite its limitations with modern, denser tiles. Gresbond’s campaign tackled this challenge head-on, using humor to debunk myths and promote modern tile-laying practices. The result? A shift in consumer mindset toward adhesives as the gold standard for durability and reliability.

Kartik Kajaria, speaking on the win, emphasized the campaign’s dual purpose: “This campaign reflects our belief that impactful brand communication should engage as well as inform. By blending wit with a clear value proposition, we’ve reinforced Gresbond’s promise of enduring strength and reliability.”

The campaign’s digital-first approach, optimized for short-form mobile viewing, ensured high engagement on social platforms. Its alignment with meme culture and relatable storytelling made it a hit among homeowners and professionals alike, proving that even a niche product like tile adhesive can spark widespread conversation when marketed creatively.

The Bigger Picture: Redefining a Category

Gresbond’s campaign is more than just a marketing success—it’s a category-building effort. As demand for premium home solutions grows in India, adhesives are gaining traction as a superior alternative to cement. Backed by Kajaria’s extensive distribution network, Gresbond is well-positioned to lead this shift. The campaign highlights the practical benefits of adhesives, such as faster application, uniform thickness, crack resistance, and durability under heavy footfall, making a compelling case for their adoption in modern construction.

By combining creativity with education, Gresbond has not only raised awareness but also set a new benchmark for digital brand communication in the building materials industry. The campaign’s ability to maintain a premium brand identity while using humor to engage a broad audience is a masterclass in balancing entertainment with purpose.

What Marketers Can Learn

For digital marketers, Gresbond’s campaign offers valuable lessons:

1. Embrace Relatability: By tapping into everyday scenarios and meme culture, Gresbond made a technical product relatable and shareable, proving that humor can work even in B2B or semi-technical spaces.

2. Educate Through Entertainment: The campaign didn’t just sell a product—it addressed a knowledge gap, educating consumers about the risks of outdated practices while keeping them engaged.

3. Leverage Digital Platforms: Optimized for mobile and social media, the campaign maximized reach and engagement, showing the power of a digital-first strategy.

4. Break Industry Norms: Gresbond’s departure from traditional, feature-focused marketing demonstrates the value of bold, creative storytelling in standing out in a crowded market.

A Milestone for Gresbond and Kajaria

Presented by acclaimed actor Anupam Kher at the ET Leadership Excellence Awards 2025, this award underscores Gresbond’s leadership in redefining how premium tile adhesives are marketed in India. It’s a testament to the power of innovative storytelling and strategic digital execution. As Kartik Kajaria aptly put it, “Premium products deserve premium storytelling—intelligent, relatable, and memorable.”

With this win, Gresbond by Kajaria has not only elevated its brand but also paved the way for other building material companies to rethink their digital strategies. As the industry moves toward modern standards, Gresbond’s campaign will be remembered as a game-changer that made tile adhesives a topic of conversation—and a viral one at that.

For more details on Gresbond’s innovative products, visit gresbondbykajaria.com.